Generator picks Ruder Finn to handle Greater China comms and social

European hotel brand Generator has appointed Ruder Finn in Hong Kong for both its Greater China communications and Asia social media channels. For the communications retainer, Ruder Finn will be looking to enhance brand awareness and drive sales in Greater China. For the social media retainer, Ruder Finn will develop content and establish Generator’s social media presence in Greater China, enhance awareness and drive room bookings for Chinese tourists travelling to Europe. “This is one of the most exciting companies coming into Greater China, targeting the perfect audience to experience their unique offers. Each of Generator’s hotels has something special that sets them apart. From day one, there was a strong rapport and my team is thrilled to work with Generator,” said, Paul Yang, general manager at Ruder Finn Hong Kong. Located in the most central locations across Europe and the US, Generator positioned itself as affordable luxury hotels focusing on social experience for both travellers and locals. This is the first time Generator has established a presence in Greater China as it sees more Chinese millennials looking for unique experiences in their travels abroad. “Generator is for the explorers and the thrill seekers, for the ones who can’t wait to discover something new, and also for people looking for a little peace and quiet. In 14 cities you can stay in the best locations and connect with like-minded travellers. I am confident Ruder Finn will reach the right audience for us,” said Jason Rieff, chief marketing officer at Generator.